The perfect match: Scottie Scheffler’s triumph and Rolex’s timeless bond with The Open
When Scottie Scheffler hoisted the Claret Jug at Royal Portrush this July, he joined an exclusive fraternity of Rolex Testimonees (or brand ambassadors) who have conquered The Open Championship, golf ’s oldest major. Palmer, Nicklaus, Player, Woods, Mickelson—13 champions in total since the Swiss manufacturer first placed its clocks on a championship course in 1981.
Scheffler’s commanding victory—four strokes clear, with a 17-under total—was vintage championship golf. The 29-year- old American navigated Royal Portrush’s notorious challenges, including the fearsome 16th known as the Calamity Corner, to become just the eighth player in history to complete three legs of the career Grand Slam before turning 30. More remarkably, he joins Tiger Woods as only the second player to win The Open while ranked world number one.
For Rolex, this triumph represents the perfect synthesis of brand and sport. The watchmaker’s 44-year partnership with The Open is more than sponsorship—it’s strategic genius. While many luxury brands chase fleeting celebrity endorsements, Rolex has anchored itself to institutions that transcend generations. The Open Championship, founded in 1860, embodies everything the brand values: tradition, precision under pressure and unwavering excellence.
Don’t miss: Inside Rolex’s pursuit of glory on the world’s toughest racetracks
Keegan Bradley (Photo: courtesy of Rolex)
The mathematics are compelling. Since becoming Official Timekeeper in 1981 and Premier Partner in 2018, Rolex has witnessed its ambassadors claim 13 Claret Jugs. Some may put this down to coincidence—but is it really? It’s the same meticulous eye for quality that drives its watchmaking. The brand doesn’t simply sponsor champions; it identifies them before they become legends.
Royal Portrush provided the perfect amphitheatre for this year’s drama. Hosting The Open for only the third time, the Northern Irish links demanded everything championship golf requires: strategic intelligence, adaptability and mental fortitude. These qualities mirror Rolex’s own pursuit of what founder Hans Wilsdorf termed “perpetual excellence”—the philosophy inscribed on every Oyster watch.
Scheffler’s recent dominance—13 titles since early 2024, including three majors and Olympic gold— recalls Woods at his imperial peak. The American’s ability to deliver when stakes are highest exemplifies why Rolex gravitates toward such talent. “This was one of my best performances mentally,” Scheffler said after his victory. “We did a really good job of staying in it all week.”
In case you missed it: Cartier’s creative director reveals the intuition and ambition behind the maison’s latest watch and jewellery designs
Scheffler holds the Claret Jug (Photo: courtesy of Rolex)
The brand’s comprehensive approach extends beyond marquee events. From major championships to amateur tournaments, Rolex’s presence permeates every level of golf worldwide. This omnipresence serves dual purposes: reinforcing its commitment to the sport’s development while ensuring that wherever excellence is pursued, Rolex bears witness.
Other Rolex family members impressed at Royal Portrush—Matt Fitzpatrick finished fourth, Bryson DeChambeau charged to a top-ten finish, while Rickie Fowler, Hideki Matsuyama and Ludvig Åberg were all in contention. Yet it was Scheffler who provided the perfect punctuation to another chapter in this partnership.
As the American walked down the 18th fairway, victory assured, he embodied everything Rolex seeks in its ambassadors: precision under scrutiny, excellence through adversity and the ability to perform when it matters most. In the theatre of championship golf, timing isn’t everything—it’s the only thing. And after four decades at The Open, Rolex has proven it understands this better than anyone.
NOW READ